‘When we did the Xbox launch [in 2002], Sony PlayStation was leading the market. They were leading the market to a point where they were defining all the codes of the video games category. Video games were equal to Sony PlayStation.’ When Microsoft decided to release the Xbox, its first ever games console, it hired BBH advertising agency in London to create its European launch campaign. But as Fred Raillard, the creative on the project (alongside his partner Farid Mokart), explains, the team faced a major problem: the dominance of the Xbox’s key competitor, Sony. Not only was the PlayStation console itself hugely popular, but so was its marketing, which was cool and different, and influential. ...